Curated systems
Only 12 growth systems
Every company playbook maps onto one of these systems. We keep the list short on purpose — mechanisms transfer; celebrity stories do not. (An anti-library: fewer, better choices.)
System 1
Invite loop
Product work creates the next user.
System 2
Usage expansion
More seats and workflows from the same account.
System 3
Content SEO moat
Indexed pages become a compounding acquisition asset.
System 4
Community moat
Members create distribution and retention.
System 5
Marketplace supply-first
Inventory creates the reason demand shows up.
System 6
Marketplace demand-first
Demand pressure pulls supply into the market.
System 7
Sales-led land and expand
A wedge deal becomes org-wide adoption.
System 8
Product-led self-serve
Users activate without talking to sales.
System 9
Founder-led distribution
The founder is the channel until a system exists.
System 10
Partnership integration
Distribution rides someone else's installed base.
System 11
Paid acquisition engine
Paid channels buy learning and scaled demand.
System 12
Referral incentive loop
Rewards turn users into distributors.